ITV'sLoose Women have stripped off in a bid to empower their female viewers to love the skin they are in.

The panallists bared all without filters as they "stuck two fingers up" to airbrushing to promote body confidence in woman of all ages and sizes.

Nine of the celeb hosts stood proudly in their swimwear on a giant billborad for superstar photographer Bryan Adams who has previously photographed the most famous women in the world including The Queen and Kate Moss.

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Celebrity Big Brother winner Coleen said: “I have a constant body battle. I often eat in ‘rebellion’. It goes back to when I was only a child and an uncle picked on me saying I was the ‘heavy one’.

“I know I’m not at the low weight I’ve got down to several times in the past but ultimately I’ve decided life’s too short to spend it on a yo-yo diet, I’ve made peace with the way my body looks and, quite frankly, I like cake just a little bit too much.”

The mother of three said she was scared before the shoot but hopes it encourages other women to feel proud of themselves.

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She said: “There’s no perfect person in the world - we all come in different ages, shapes and sizes and life is too short to spend it hating yourself because you not a size 8 or 21 anymore.”

And Saira, who is from a Muslim background and was brought up to never bare her skin in front of men, said: "“I want to say ‘this is NORMAL’ particularly to women of colour. Forget the airbrushed images you see. This is what I REALLY look like. I’m sticking two fingers up.”

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On Tuesday’s show from 12.30pm the panel will invite viewers to tell their own body stories with the hashtag #MyBodyMyStory - some of which will be featured on the programme over the coming days and weeks.

Photographer Bryan said: “It was a funny thing to get a call and be asked to do this and what I thought was interesting about the brief was, they wanna be natural, they don’t want any retouching, and they want it to be real, and I thought, ‘Ok! that sounds really good!’

“So the fact that all of the women were all being really honest about how they are, I thought, ‘Well that’s great.’”